Ricardo Baca is a prolific veteran journalist and considered the first modern weed news editor (outside of the old High Times school). He was an editor at The Denver Post where he ran The Cannabist for over three years. Baca’s place “at ground zero of the green rush” was the subject of the 2015 documentary Rolling Papers. Today, he’s the CEO and founder of Grasslands, a cannabis PR company dedicated to championing journalism while helping cannabis brands tell their stories. 

In the eye of the media storm

For Baca, it’s been nothing short of a “tremendous honor” to witness the historic trajectory of cannabis over the last decade so intimately.

The breaking point came in 2014, Baca told Weedmaps, when the unspoken battle still raged between cannabis advocacy media…

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